For Ahmed Al-Rahbi, an Omani travel enthusiast in his 40s, Zhangye in Gansu province tops his list of must-see destinations in China.
"I have never been to China, yet I am deeply passionate about geography and history. I have read countless online articles about Zhangye," he said, pulling up notes saved on his mobile phone. "I know it is famous for its Danxia landforms."
Lying along the ancient Silk Road's core cultural routes, Zhangye offers a window into millennia of exchange between Arab and Eastern civilizations.
"You have to visit on a sunny day to fully admire the spectacular, multi-hued sandstone peaks and jagged rock formations carved by hundreds of millions of years of wind and water erosion," Al-Rahbi said. "Oman and China have a visa waiver agreement, and I hope to make this trip soon."
The Omani national was visiting the 33rd Arabian Travel Market trade show that ran from Sept 14 to 17 in Dubai, the United Arab Emirates.
The "Nihao! China" pavilion appeared for the third consecutive year at the four-day show — the Middle East's most influential professional travel exhibition.
Beyond travelers, dozens of tourism operators also flocked to the exhibition floor to negotiate new partnerships and explore cross-border opportunities.
Pankaj Pallod, from Curated Luxury Travel in Hyderabad, India, travelled to Dubai to scout new travel product lines. "China is an extremely important destination. Many Indians are interested in travelling to China or taking short business trips, yet their understanding of the country remains limited," he said.
"That is why I flew here from India to source destinations and local suppliers. I hope to visit China for an on-site inspection soon, planning a one-month trip covering major cities from east to west and south to north."
The China pavilion prioritized targeted matchmaking between Chinese and international travel traders.
Twenty-eight cultural and tourism enterprises representing eight major destinations — Beijing, Shanghai, Zhejiang, Henan, Chongqing, Jiangsu, Hunan, and Guangdong — took part, marking a record level of participation.
Zhou Qianhong, general manager of Chongqing Xinchen Culture and Tourism, said his travel agency's overseas visitors mainly come from Southeast Asia, Europe, and North America, with arrivals from the Middle East still relatively small. That is why several tourism firms from Chongqing joined the group exhibition.
"We researched the market beforehand and learned that Middle Eastern travelers favor high-end small-group tours and are less price-sensitive. We already have rich experience hosting Muslim visitors from Indonesia and Malaysia," he said.
Chongqing may not enjoy the same name recognition in the Middle East as Beijing, Shanghai, Guangzhou, or Shenzhen, yet the booth saw strong interest.
"Visitors repeatedly mentioned Chongqing's vibrant street life. Arab families value home and daily life, and I believe this is a major draw for them. We received dozens of groups of potential partners in just one morning and hope to move quickly into in-depth talks to select suitable collaborators," Zhou said.
Liu Yang, director of the Chinese Cultural Center in the UAE, said this year, the China pavilion aimed to provide a platform for pragmatic negotiations between Chinese and overseas traders.
"Rather than simply promoting scenic spots in China, our bigger goal is to build a platform connecting enterprises. The internet has helped Arabs learn more about China, and this business platform helps tourism boost people-to-people bonds," he said.
Khalil Alzghoul, general manager of Kaya Hotel Amman in Jordan, said his property hosted roughly 40 Chinese tourists last month. The guests were deeply impressed by Jordan, especially the sense of security amid regional conflicts.
"After King Abdullah II of Jordan's recent visit to China, we want to maintain this momentum and welcome more Chinese tourists to discover Petra and the Dead Sea," he said.
